Exploring Typology of Operant Resources at Actor-to-Actor Level in Microfinance Institutions: The Service-Dominant Logic View

Abstract

The multidisciplinary theories define resources with a narrow view of inclusivity at different strategic levels. Mainly, it lacks contextuality, an emerging property of resources in strategic management and marketing in the Industry 4.0 era. This study addresses the gap in multidisciplinary theories by exploring contextual resources at the actor-to-actor level in microfinance institutions (MFIs) to cope with the challenges of Industry 4.0-powered service experiences. The Service-Dominant Logic metatheoretical framework explores the contextuality of operant resources, including erudite personnel, customer-actor proficiency, information gateways, humane and social conduct, digital conduct, adherence, and righteous and divine ideology. The qualitative Gioia methodology was adopted to explore the typology of contextual operant resources at actor-to-actor level while interviewing 25 industry experts. These resources can be treated as potential resources for MFIs' actors, offering a new frame of reference for devising engaging service strategies. The analytical exercise of zooming in on the contextual operant resources of MFIs enables scholars and practitioners to adopt a multi-perspective view of contextual operant resources.